"Cross-functional collaboration is a strong starting point, but true success comes when marketing, IT and operations teams work from a shared foundation. That means aligning on governance frameworks to ensure responsible data use, embracing a culture of experimentation to test and learn quickly and adopting an agile mindset that allows teams to respond to constant changes in the market and in the tools themselves."
"This alignment is increasingly urgent. In MarTech's 2025 State of Your Stack Survey, 65.7% of marketers cited integration as their top challenge, while nearly a quarter flagged data silos as theirbiggest concern for the future. These aren't just technology problems, they're organizational ones. Teams that don't collaborate across functions often struggle with disconnected data, duplicate processes, and missed opportunities for innovation."
AI-driven marketing depends on alignment across technology, people, and processes to deliver scalable insights and customer experiences. Cross-functional collaboration must evolve into shared foundations among marketing, IT, and operations with common governance frameworks, experimentation cultures, and agile mindsets. Integration challenges and data silos present major obstacles, with 65.7% of marketers naming integration as their top challenge and nearly a quarter citing data silos as the biggest future concern. Organizational disconnection leads to duplicated processes, fragmented data, and missed innovation opportunities. When teams bridge these gaps, data flows improve, AI models yield more reliable insights, and marketing achieves more personalized, trustworthy experiences and higher ROI.
Read at MarTech
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